Lowe Profero launches media and analytics arm

Lowe Profero, the digital arm of Mullen Lowe group, has expanded its services in the region with the launch of a new media and analytics offering across Southeast Asia.Lowe Profero’s media and analytics business is an integral part of the agency’s global offering and the agency works with a diverse portfolio of clients including Western Union, Australian Wool Innovation, Danone Nutricia and Pizza Hut for over 16 years across three continents.Lowe Profero’s media and analytics offering includes proprietary data tracking and measurement tools Signal and Search IQ, attribution analysis platform True Impact and audience intelligence, targeting and programmatic buying platform Audience Trader. According to the agency, the media and analytics offering will help Lowe Profero transform the experience of brands in SEA by creating the right ecosystem with media, creative and platform technology through a philosophy of "Find, Inspire and Connect."The expanded service will be led by new group account director for performance media and analytics Nick Scott. Scott (pictured) joins Lowe Profero with over 10 years experience in senior media roles in Southeast Asia including neo@Ogilvy on IBM, Havas Media and Starcom Media Vest. Scott will be based in Singapore alongside Southeast Asia MD Radhe Vaswani, reporting into APAC head of communications Phil Ely.Ely said: “SEA is a critical area of focus for our media and analytics business globally and the appointment of Scott to lead the charge on the ground is a huge step forward for us.”“Our worldwide success has been based on great people putting their passion into doing brilliant work and delivering the outcomes our clients need. Nick is an outstanding talent who I truly believe will continue this trend and I look forward to working with him to drive the next stage of our evolution in SEA,” he added.Scott said: “ I believe under Radhe’s leadership in SEA we have a very strong integrated digital offering with an opportunity to continue to create efficiencies and exceed client’s expectations in end-to end digital delivery. “